In Budget 2025, Finance Minister Nirmala Sitharaman announced ambitious plans to revive India’s toy industry through dedicated clusters and manufacturing ecosystems. With the domestic toy market projected to double from $1.5 billion in 2022 to $3 billion by 2028, the government aims to challenge China’s dominance through the ‘Made in India’ initiative.
However, a Ground Report from Budhni, known for its traditional wooden toys and former Chief Minister Shivraj Singh Chauhan’s constituency, reveals a different story. In 2021, under the ‘One District-One Product Scheme,’ a state-of-the-art toy cluster facility was established here—only to remain locked for two and a half years.
“This cluster has advanced machinery that could help us produce better products, but it closed shortly after opening,” says Hitesh Sharma, a local toy maker. The facility, meant to be a manufacturing and export hub, stands unused on land leased by Vinod Sharma, himself a craftsman. “I’m now unemployed. We had high hopes, but the cluster doesn’t even have electricity,” Vinod explains.
Local artisans face mounting challenges. Rising raw material costs and competition from cheaper alternatives from places like Saharanpur are forcing many to abandon their generational craft. “We barely earn ₹200 daily,” says wood artist Ajay Chauhan. Even the Prime Minister’s Vishwakarma Yojana offers no relief, with artisans reporting difficulties in securing loans despite registration.
The stark contrast between government initiatives worth crores and ground reality raises concerns. These skilled craftsmen could help India reduce dependency on plastic toys while providing safer, eco-friendly alternatives for children. However, without immediate intervention to support these artisans, this traditional craft faces extinction.
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